Introducing a Surefire’d Thing
After nearly a decade without a major menu revamp, Blaze Pizza launched the Signatures Collection—a bold refresh of their core offerings.
A Bold Refresh to Blaze’s Brand Evolution — 6 New Reasons To Stay Loyal
After nearly a decade without a major menu revamp, Blaze Pizza launched the Signatures Collection—a bold refresh of their core offerings. With 6 new menu items, including pizzas like the Carnivore and Blazed BBQ, and a Cinnamon Bread dessert, this rollout reintroduced Blaze with more toppings, chef-inspired builds, and consistently delicious experiences.
Goals & Objectives
Use this tentpole day to:
- Boost Signature P-Mix from 9% to a higher share of total sales
- Increase Blaze Rewards loyalty check-ins by 5% year-over-year
- Achieve 70%+ Net Promoter Score (NPS) to validate customer satisfaction
Channel
- CRM: Email, SMS, Push
Campaign Plan
We all want a pizza that hits. One we know will deliver on flavor, structure, and comfort—every single time. With the Signatures Collection, Blaze introduced a lineup of chef-curated, twice-the-toppings classics that take the guesswork out of your order. It’s flavor-forward. It’s reliable. It’s a Surefire’d Thing.
Messaging Hierarchy
Campaign Anthem
Our remastered signature menu items are a surefire’d thing.
Key Talking Points
- You asked. We leveled up.
- 2x the toppings. Same price as Build Your Own.
- Chef-inspired. Fast Fire’d. Always delicious.
- Built for comfort, satisfaction, and consistency.
Core Components
- Teaser to Blaze Rewards Members
- Purpose: Build anticipation with close-up teaser visuals and hints at flavor upgrades
- Launch Announcement Email
- CTA-driven design highlighting each new Signature item
- Weekly Spotlight Emails & Push Notifications
- Each week introduced a new item (e.g., Herbivore, Four Cheese) highlighting ingredients, flavor profiles, and pairing suggestions
- Incentivized Loyalty Reward Offers
- Bonus Flames for trying any Signature item
- Encourage trial while rewarding behavior
Creative Takeaway
Surefire’d Thing wasn’t just a new product launch—it was a brand-level evolution. By delivering upgraded, chef-inspired pizzas with craveable classics and consistent structure, Blaze reminded customers why they fell in love with fast fire’d pizza in the first place—and gave them 6 new reasons to stay loyal.
